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Persuasive writing. It’s what we do. Whether selling a product or service or an argument to the court or opposing counsel, writers need to choose their words carefully. To make a proper pitch, writers must address the rational and emotional needs of their intended audience.

Laura Connell over at Bad Language has published some words to use and words to avoid in this regard, identified by veteran ad-man David Ogilvy. According to Oglivy, the twenty most persuasive words that you can use in your writing are:

suddenly

now

announcing

introducing

improvement

amazing

sensational

remarkable

revolutionary

startling

miracle

magic

offer

quick

easy

wanted

challenge

compare

bargain

hurry

Ogilvy also identifies a few (13) “powerless” words that fail to convey the proper persuasive sentiment, and recommends that they be avoided:

But

Try

Don’t

Should

Need to

Have to

Could

Maybe

Perhaps

Might

Possibly

Potentially

Think

While working “revolutionary,” “miracle,” and “magic” into your next brief might be a bit of a stretch, consider the tone embodied in these lists – people respond more positively to a positive sentiment, and less positively to an ambivalent or negative sentiment. Rather than cut down the opposite viewpoint, consider emphasizing the positive, and you too might be able to sell like Don Draper.